Companies and brands increasingly look to social media to engage consumers. But instead of sending those customers to a Facebook or Twitter feed, Wesley Belden wants to help brands bring their social media traffic to their website.

Belden has launched Waffle, a service that allows companies to organize and curate their social media content and embed posts in real time from other platforms onto their company’s website, giving customers a closer look at testimonials or product buzz without leaving the company’s page.

Waffle links all of a brand’s social media content from Instagram, Facebook and other sources onto one location that resembles a waffle grid with a stream of square-shaped posts. The stream includes the brand’s own posts, what its followers have posted and anything linked to the brand on social media. Then, a company can decide what content is most valuable for its brand and what kind of posts it wants to show up on its website. Companies can position the banner of embedded posts where they want to on their site.

“They can use all this great content that is being generated by their customers on social media, isolate the posts that drive their brand forward and embed those posts directly onto their website,” Belden said. “It’s no longer you telling me about your brand, it’s about your customers telling me about your brand.”